BuzzFeed is compiling the IDF’s tweets about its ongoing operations in Gaza; Twitchy is following responses from the Al-Qassam Brigades. If you follow news about the Middle East, most of what’s happening today is very, very familiar. Hamas attacks Israel with rockets, Israel responds by targeting Hamas leaders and weapons depots (especially long-range rockets that might threaten Tel Aviv) with the possibility of wider operations to come, and everyone in the region condemns Israel for retaliating. You know how this goes. Two major differences this time, though. One: The social-media angle.

Israel also finds itself in a singular position, geopolitically. Its most consistent ally in the region, the Mubarak regime in Cairo, was overthrown last year and replaced by an Islamist government. Relations with Jerusalem’s most important partner, the United States, were tested by Prime Minister Benjamin Netanyahu’s all-but-open support of Barack Obama’s rival Mitt Romney in the recent American presidential elections. The need to shape international opinion and rally supporters internationally is acute…

After spotting a long-range Fajr-5 rocket in an underground launch site, the IDF quickly uploaded the surveillance footage to YouTube (see above), and tweeted a Google Maps-style picture of the launcher’s location in the town of Zeitoun. After killing Jabari, the IDF posted to its blog something of a rap sheet on the longtime leader of Hamas’ Izz al-Din al-Qassam Brigades, including his alleged role in the kidnapping of young soldier Gilad Shalit.

Assuming that operations do expand, international media will dutifully line up against the IDF. (Again, you know how this goes. There are already early signs.) The Twitter offensive is Israel’s way of trying to outflank the media filter and reach people directly. That’s why they’re rolling out splashy videos and graphics at the beginning of the counterattack, I take it. They want to attract as many new followers as they can as early as they can to maximize the number of people with whom they directly communicate for the duration of this.